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Dirk Schoenberger

Creative Director, Adidas Sport Style Division

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German born, Dirk Schönberger grew up with the company he now creatively directs. During his time at the sportswear company Schönberger has created ripples across the fashion industry by green-lighting collaborations with numerous designers, his development of the Adidas Original brand and his canny re-release of the classic Stan Smith, a much publicised favourite of Phoebe Philo and Marc Jacobs .

Schönberger told The Fader “When I joined Adidas, my initial thought was, Let’s focus on the brand Adidas, not collaborations. I’d known Raf [Simons] for a long time, and we’d had conversations about Adidas and about how much he liked the Stan Smith [sneaker]. Then I thought, well, maybe it is interesting to invite people into the brand again as collaborators and start working on their vision. I’m thinking about our collaborators as a virus injected into our company that mutates the company into something else.”

Schönberger has overseen Adidas’ collaborations with Rick Owens and Opening Ceremony along with style-associated celebrities, such as singer Rita Ora, In an sneaker industry coup Schönberger also signed up a Nike-released Kayne West for an as of yet unseen collection, thought to span footwear and apparel. Musician Pharrel Williams is also signed to the brand, collaborating on a collection produced by Adidas. Schönberger’s signings have ensured that Adidas can stand next to its sportswear rival Nike in the fashion-sneaker market place.

Prior to his work his appointment to Adidas in 2010 Schönberger was the creative director of the Joop! brand. In addition the creative director designed an eponymous label for 10 years.

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